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  • October 2021
  • Article
  • Journal of Consumer Psychology

Communicating Resource Scarcity and Interpersonal Connection

By: Grant E. Donnelly, Anne V. Wilson, Ashley V. Whillans and Michael I. Norton
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Abstract

Consumers often cite insufficient time or money as an excuse for rejecting social invitations. We explore the effectiveness of these excuses in preserving interpersonal relationships. Six studies—including perceptions of couples planning their wedding—demonstrate that using time scarcity as an excuse (e.g., “I don’t have time”) is less effective than using money scarcity as an excuse (e.g., “I don’t have money”). These effects are driven by the perceived controllability of these resources: Consumers accept that the availability of financial resources may be less subject to personal control than the availability of time. As a result, excuses citing time constraints are seen as less trustworthy and reduce feelings of interpersonal closeness and helping behavior. Despite the robustness of the effect, excuse‐givers do not predict the relational disadvantages of citing time constraints. Communication that highlights the relative uncontrollability of time increases the effectiveness of these excuses. These findings advance our understanding of the role of references to time and money in consumer behavior, and provide practical insights to minimize social repercussions when rejecting social invitations.

Keywords

Time; Interpersonal Relationships; Communication; Money; Relationships; Interpersonal Communication

Citation

Donnelly, Grant E., Anne V. Wilson, Ashley V. Whillans, and Michael I. Norton. "Communicating Resource Scarcity and Interpersonal Connection." Journal of Consumer Psychology 31, no. 4 (October 2021): 726–745.
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About The Authors

Ashley V. Whillans

Negotiation, Organizations & Markets
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Michael I. Norton

Negotiation, Organizations & Markets
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    Laughter on Call: Injecting Conversational Levity

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    • January 2023
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    Calculators for Women: When Identity-Based Appeals Backfire

    By: Tami Kim, Kate Barasz, Michael I. Norton and Leslie K. John
More from the Authors
  • Laughter on Call: Injecting Conversational Levity By: Alison Wood Brooks, Michael I. Norton and F Katelynn Boland
  • The Secret Tax on Women’s Time By: Lauren C. Howe, Lindsay B. Howe and Ashley V. Whillans
  • Calculators for Women: When Identity-Based Appeals Backfire By: Tami Kim, Kate Barasz, Michael I. Norton and Leslie K. John
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